The&Partnership London has been appointed as the full-service agency for Secret Cinema, who pioneered a new entertainment genre by mixing theatre and film to turn cinematic classics into immersive experiences.
The agency has been appointed to handle strategy, media, social and content for the brand.
Secret Cinema shows range from underground smaller scale events such as ‘The Handmaiden’ or ‘Prometheus’ where neither the title, nor the location is revealed in advance to large-scale productions with up to 100,000 audience in secret abandoned locations that become the most spectacular spaces worldwide such as Star Wars, Moulin Rouge and Back to the Future. Every experience is a 360-degree participatory Secret World where the audience feel like they are stepping into the film with the boundaries between performer and audience, set and reality constantly shifting.
Secret Cinema CEO Max Alexander said: “In 2007, Secret Cinema pioneered a new genre of entertainment. As we celebrate 10 amazing years we’re now looking at how we can develop the format to continue wowing our audiences. We look forward to working with The&Partnership’s new-model team of creatives, brand strategists and digital media gurus, who are as ambitious about Secret Cinema as we are.”
Sarah Golding, Chief Executive Officer and Partner at The&Partnership London, said: “This is a super-cool brand and the perfect client for our new model – giving us the opportunity to flex our diverse talents to take the phenomenal Secret Cinema brand to the next level.”
The&Partnership’s media partner m/SIX will work alongside The&Partnership London on a smart, responsive, data-driven media strategy to align with the agency’s creative ideas.